nach oben

Marketing Letters

Erschienen in:

01.12.2015

The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic

verfasst von: Romain Cadario

Erschienen in: Marketing Letters | Ausgabe 4/2015

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

This article examines the dynamic impact of online word-of-mouth (WOM) on US television show viewership. With WOM data collected from the Internet Movie Database website, we find that the cumulative volume of online WOM has significant explanatory power for viewership over time. Consistent with the mere exposure effect theory, the dynamic impact of the volume of online WOM over time varies according to a curvilinear, inverted U-shaped curve. Due to an initial floor effect, the volume of WOM is not significant in the early episodes. The impact of volume increases over time, before peaking and starting to decrease in the latter part of a show’s life. This article demonstrates the differential effects of online WOM over time and thereby suggests that firms’ online marketing strategies, such as media planning, must adjust with the product life cycle.

Nächster Artikel The effect of individual professional critics on books’ sales: capturing selection biases from observable and unobservable factors

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Although consumers are more likely to access recent information, the importance of past information likely decreases; so, our model grants greater weight to recent than to older online WOM information.

Our data collection thus might suffer from a selection bias, because we focused on successful products (De Bruyn and Lilien 2008). However, our data set includes a wide range of heterogeneous shows; including unsuccessful shows canceled after as few as 26 episodes. This heterogeneity in product popularity is consistent with the research recommendations formulated by Zhu and Zhang (2010).

The data include five Super Bowl events. For example, the episode of Grey’s Anatomy broadcast on February 5, 2006, was watched by more than 37 million viewers, whereas the show’s average viewership for the season was less than 20 million, representing a 185 % increase.

With few time periods and many panel participants, estimation of a fixed effect model with lagged dependent variables may be subject to finite-sample bias (Arellano and Bond 1991). However, the bias is unlikely to be substantial in our sample, because the number of observations per show is not low (M = 89) and the number of shows is not large (N = 41). We also ran regressions for a random effect model, but the Hausman test revealed that the group-specific term is correlated with the independent variables, which violates the hypothesis of a random effect model and could lead to biased estimates.

We also ran a regression with daily online WOM instead of cumulative information. Consistent with Godes and Mayzlin (2004), both daily volume and valence were not significant in this alternative model.

We start with τ = 5, or the shortest period that includes enough data to estimate the model.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs: Prentice Hall.

Anderson, E. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5–17.CrossRef

Arellano, M., & Bond, S. (1991). Some tests of specification for panel data: Monte Carlo evidence and an application to employment equations. Review of Economic Studies, 58(2), 277–297.MATHCrossRef

Chevalier, J. A., & Mayzlin, D. (2006). The effect of work of mouth on sales: online book reviews. Journal of Marketing Research, 43(4), 345–354.CrossRef

Clemons, E. K., Gao, G., & Hitt, L. M. (2006). When online reviews meet hyperdifferentiation: a study of the craft beer industry. Journal of Management Information Systems, 23(2), 149–171.CrossRef

De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151–163.CrossRef

Dellarocas, C., Zhang, M., & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: the case of motion pictures. Journal of Interactive Marketing, 21(4), 23–45.CrossRef

Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter? An empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016.CrossRef

Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545–560.CrossRef

Godes, D., & Silva, J. C. (2011). Sequential and temporal dynamics of online opinion. Marketing Science, 31(3), 448–473.CrossRef

Godes, D., Mayzlin, D., Chen, Y., Das, S., Dellarocas, C., Pfeiffer, B., et al. (2005). The firm’s management of social interactions. Marketing Letters, 16(3/4), 415–428.

Idato, M. (2011, June 16). Word’s out, geeks rule. The Sydney Morning Herald. Retrieved November 19, 2013, from http://www.smh.com.au/entertainment/tv-and-radio/words-out-geeks-rule-20110615-1g2c7.html.

Janiszewski, C. (1993). Preattentive mere exposure effects. Journal of Consumer Research, 20(3), 376–392.CrossRef

Liu, Y. (2006). Word of mouth for movies: its dynamics and impact on box office revenue. Journal of Marketing, 70(4), 74–89.CrossRef

McAlister, L., Sonnier, G., & Shively, T. (2012). The relationship between online chatter and firm value. Marketing Letters, 23(1), 1–12.CrossRef

Moe, W., & Trusov, M. (2011). The value of social dynamics in online product ratings forums. Journal of Marketing Research, 48(3), 444–456.CrossRef

Rogers, E. (1962). Diffusion of innovations. New York: The Free Press.

Van den Bulte, C., & Lilien, G. L. (2003). Two-stage partial observability models for innovation adoption. Working paper, Wharton School, University of Pennsylvania

Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2), 1–27.CrossRef

Zajonc, R. B., Shaver, P., Tavris, C., & Van Kreveld, D. (1972). Exposure, satiation, and stimulus discriminability. Journal of Personality and Social Psychology, 21(3), 270–280.CrossRefPubMed

Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: the moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133–148.CrossRef

Titel: The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic
verfasst von: Romain Cadario
Publikationsdatum: 01.12.2015
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 4/2015
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-013-9278-6

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 4/2015

The double benefits of consumer certainty: combining risk and range effects

Is it fun or exercise? The framing of physical activity biases subsequent snacking

Playing with fire: aggravating and buffering effects of ex ante CSR communication campaigns for companies facing allegations of social irresponsibility

Network externalities in online video games: an empirical analysis utilizing online product ratings

The impact of consumer avatars in Internet retailing on self-congruity with brands

Seemingly incidental anchoring: the effect of incidental environmental anchors on consumers’ willingness to pay